What happens on the bench

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People rarely bring me exactly what the work turns out to be. We look at what's actually there, find what matters, and work from that.

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​She knew she didn't want a website.​

Her work came through relationships and referrals. She needed a public presence, but she didn't need—or want—the machinery of a website.

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So we didn't build one.

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We made her LinkedIn profile do the job: reflect her work, sound like her, and give people she was referred to a clear place to land.

 

The work was already there. The brand wasn't.

She had years of experience turning complicated technical information into something people could actually use, including more than a decade at Apple.

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As she established her independent consulting practice, we worked to identify what was distinctive about the work and how to express it.

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We explored a lot of names. Chaos 2 Content was the one that held.

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From there we developed the character, language and expression of the brand.

 

He brought me a book that had been stalled for years.

He had developed his own approach over decades of professional practice and wanted to get it into the world.

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We started with the book. But the project kept revealing what it wanted next.

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The book was published—and from it came a brand, a website, a TEDx talk, a social presence, and eventually a course.

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“Thank you for helping me fall back in love with my career.”

 

When the reason she started came back into view.
The day-to-day work had become disconnected from what had drawn her to the work in the first place. We went underneath the immediate business questions and found that again.

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What followed was a surge of creativity. She filled her practice and built a beautiful suite of treatment rooms.

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Years later, she came back with a new question about what her work might become next.